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Build a Lean Startup Digital Marketing Strategy - Jena Apgar, Brand Dot Blog

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Does your business have a plan? Create an easy marketing strategy in under one hour built around lean startup concepts; leverage to catapult your business forward in 12 specific, actionable steps.

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Build a Lean Startup Digital Marketing Strategy - Jena Apgar, Brand Dot Blog

  1. 1. Does your business have a plan? Create an easy marketing strategy in under one hour built around lean startup concepts; leverage to catapult your business forward in 12 specific, actionable steps. Build a Lean Startup Digital Marketing Strategy DigiMarCon Cruise 2016 Presented by Miss.Jena.Apgar
  2. 2. Launching a new business and have nothing to start. MarketingPlanif… You Might Need a Building a Lean Startup Marketing Strategy Show Me your Plan! Think a USP is the name of a major mail distributor in brown shorts Spent a large amount of money on advertising with little to no return. Think a Client Avatar is the next blue face of the company Your wife keeps calling you the “man with out a plan” and you don’t know why
  3. 3. SocialMediaManager&DigitalMarketingConsultant A social media manager is responsible for being the brand on social media. They create content, respond to comments, answer questions, and much more as the brand. Social media managers, more often than not, deal with people who have a relationship with, or have heard of, the brand. Jena Apgar Founder of @BrandDotBlog You’re a What????? Building a Lean Startup Marketing Strategy
  4. 4. A12StepProgram…orhowevermanyittakes SoV and USP Product Market Fit The #1 WayClient Avatar If you can’t sell yourself on the product or service - you won’t fool anyone else into buying either. Be specific with clarity Don’t tell me what you have to sell. No one buys airline tickets. They pay to bask on the beaches of Bora Bora. To get potential clients in the door and purchasing your offer all day, everyday, consistently Define your client down to incredibly specific details: age, state, home owner, job, title, books, gurus, kids, influencers 1 Hour to your first Marketing Strategy Building a Lean Startup Marketing Strategy
  5. 5. #1 Build Your Client Avatar Building a Lean Startup Marketing Strategy
  6. 6. WhatisaClientAvatar&WhyDoINeedOne? A Client Avatar is simply defining exactly who your client is down to the nitty gritty details so that when you are marketing - you can have a personalized conversation Operating without a client avatar is a great way to waste money throwing random spaghetti noodles in the air hoping one will stick to the light switch Building a Lean Startup Marketing Strategy
  7. 7. Fill Out About You Do lots of Research Take a client out and have THEM fill it out! Building a Lean Startup Marketing Strategy
  8. 8. NametheCustomer Silly, but seriously…. Name: Descriptive term + Popular name from year they were born Male or Female… or whatever they might be working with How old are they? What generation are they from? Single, Married, Living together, it’s complicated, divorcing, BFWB Kids, No Kids, Empty Nest, Babies, Toddlers, Teens, Fur Babies <- Type? Building a Lean Startup Marketing Strategy
  9. 9. CustomerJobandDailyLife Money time…. Blue or white collar professional? HS drop out or graduate? College…where? Yearly Salary? Are they broke, savings account, millionaires, middle class… Emotional or Logical? Content or Frustrated? Introverted or Extroverted? Happy or Sad? What are their goals and dreams for their life? (short term and long term) Building a Lean Startup Marketing Strategy
  10. 10. GetintotheNittyGritty Devil’s in the Details What activities do they enjoy and at what level Building a Lean Startup Marketing Strategy Who do they follow for information they want Where do they get their daily news from: newspapers? What books do they read and how: digital or paper What do they like to eat: you can target PB&J lovers Where do they hang out in person and online Do they love coffee, dogs, pink, camo, hunting foxes?
  11. 11. Whatisattheheartofyourclient’spain? Pain Points When you understand a client’s pain points, you can solve them with your product or service and they will love you for it! Pain Points What is breaking the spirit of your client everyday? Are they stuck in a dead end job making minimum wage and cry because they can’t afford to send their daughter to a good school Is back pain causing them to stay indoors ending their lifelong skiing career? Building a Lean Startup Marketing Strategy
  12. 12. It cost too much. I don’t have the money to spend. ObjectionstotheSale Key point here… I just don’t have time I can’t get off of work It seems complicated I’m too old for that My mother said it didn’t work for her I can do it myself Building a Lean Startup Marketing Strategy
  13. 13. #2 SoV and USP Building a Lean Startup Marketing Strategy
  14. 14. The Start of a great elevator speech with a simple formula… Whatmakesyoudifferent Building a Lean Startup Marketing Strategy You need one for EACH product or service that you offer The customer here should be your client avatar you created before SoV is similar to the USP (Unique Selling Proposition) - but more about customer
  15. 15. Our____________(Product or Service) Helps____________(Customer Avatar) AnotherOption… Building a Lean Startup Marketing Strategy Who Want_______________(Job to be Done) By_____________________________________ __________(Verb & Customer Pain Point) And______________________________ __________(Verb & Customer Gain) Unlike_________________(Competitor)
  16. 16. #3 Product Market Fit Building a Lean Startup Marketing Strategy
  17. 17. You need one for EACH product or service that you offer AdvertisingLevels Building a Lean Startup Marketing Strategy Describing your product in basic terms, while easy, is the least persuasive way to sell Invoking emotion and how your client avatar feels before and after is better The ability to alter someones average day for the best is near gold…but The ability to change an individual’s status is a gold mine
  18. 18. #4 Client Path & Journey Building a Lean Startup Marketing Strategy
  19. 19. Start with one and perfect, but you may have multiple journeys Takeclientsdownapath… Building a Lean Startup Marketing Strategy Start at your client avatar and assume they are oblivious to your existence The “X” represents your new brand cheerleaders who offer referrals gladly The first bubble should involve how the client will discover you: Google organic search, Facebook ads, Viral YouTube video, In-Person Networking, Billboard…
  20. 20. Assume they find you through a Facebook Ad to cold traffic Ateachlevel,askforthenext Building a Lean Startup Marketing Strategy The ad sends them to your website with a blog post on lawn maintenance Inside the blog is a CTA to FREE gated content…Printable Sheet for Monthly Care Landing page to grab email and name to download the FREE gated content Ad Blog Blog Ad Landing Page Thank You page offering the Printable PLUS low offer Thank You Low Offer
  21. 21. In addition to asking for next level, make sure they are using service/product Notjustabouttheask… Building a Lean Startup Marketing Strategy Utilize email automation to deliver freebies and thank new buyers Sell and pitch your main offer for monthly lawn care directly by email Call and thank client personally by phone and offer regular lawn service Ad Blog Blog Ad Landing Page Mow lawn super duper good! Thank You Low Offer Email Followup EmailMain Offer Call Mow Seek Upsell Handwrite ThankYou
  22. 22. You pixel your website, right? Whatiftheygetoffthepath? Building a Lean Startup Marketing Strategy And segmented your list by “Free Offer”, “Buyers”…,right? If they don’t take offer…utilize retargeting with Facebook or Google ads for next level Use target email followup to ADD VALUE and to sell next level Ad Blog Blog Ad Landing Page Thank You Low Offer Email Followup EmailMain Offer Call Mow Seek Upsell Handwrite ThankYou
  23. 23. Building a Lean Startup Marketing Strategy
  24. 24. Does your business have a plan? Create an easy marketing strategy in under one hour built around lean startup concepts; leverage to catapult your business forward in 12 specific, actionable steps. Build a Lean Startup Digital Marketing Strategy DigiMarCon Cruise 2016 Presented by Miss.Jena.Apgar

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